Personna, a leading manufacturer of high-precision specialty blades and bladed tools, has appointed Robert Varden, president of the International Certified Flooring Installers Association (CFI), as its technical advisor.

A globally-recognized name in the flooring installation business, Mr. Varden will put 35 years of industry experience to work assisting Personna in the research, design and development of its carpet installation tools and blades, as well as oversee customer support services, including a technical support line and instructional videos available at Personna’s new website,, beginning Feb. 3.

“Personna is excited to welcome Robert to our team,” said Bob Senesac, vp, marketing industrial/professional division, who made the announcement at Surfaces, in Las Vegas, Nev. “He has played a huge role in raising the bar for flooring installation professionals and shares our commitment to providing our customers with the best products and services the industry has to offer.  We look forward to the contributions Robert will make to the Personna brand.”

As president of CFI, Varden has been instrumental in instituting certification guidelines for the association which has trained and Certified more than 42,000 flooring professionals. In addition to his tenure at CFI, he is a member of the American National Standards Institute’s (ANSI) S600 Committee, which is in the process of creating new nationally-recognized standards for the carpet installation industry.

“I am honored to be working with a world-class leader like Personna,” Varden said. “Thousands of pros around the world, including myself, rely on their blades and tools because they are dependable and deliver results that meet the highest standards in flooring installations today.  I look forward to working with a leading team and contributing to a great brand,” said Varden, who has also owned and operated large commercial workrooms in Texas and California.

Personna is also enhancing its customer support services with the help of Mr. Varden, who is a recipient of the “WFCA Best of the Best Flooring Installers Award” and writes extensively on installation for several industry publications.  There will be a technical support line, (855) 685-4357, where Mr. Varden or his son, Jonathan, will be available to installers who have questions on the job.  

“Robert has trained thousands of pros using Personna’s tools and blades,” said Senesac. “He knows our products better than anyone and he is plugged in to our customers’ needs.  His connection and relationship with our distributor network will help ensure we continue to meet our customers’ needs.”

Varden’s appointment coincides with the launch of Personna’s new website, , beginning next month.  For the first time, customers around the globe will have convenient and easy access to a wide range of Personna’s products, information and exciting new support services, including instructional videos hosted by Mr. Varden, who has also created several presentations for firms such as CCA Global, Seam Master, Koolglide, Kane Carpet and Dow Chemical.